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信息技术正在飞速地改变着人类社会,活动营销正在面临巨变。本文从交互活动的概念和含义入手,分析交互活动的特性,并从理论的高度建立了具备一定创新性和指导性的数字交互式活动营销模型,并主要结合个案“麦当劳之‘见面吧’(Let’s meet up!)交互活动”对模型的各子系统进行了阐述和解析。
Information technology is rapidly changing human society, and event marketing is undergoing dramatic changes. This article starts with the concept and meaning of interactive activities, analyzes the characteristics of interactive activities, and establishes a digital innovative marketing model with some innovative and guiding principles from the perspective of theory. It mainly combines with the case of “meeting with McDonald’s” Let’s meet up! Interactions "explains and parses the various subsystems of the model.